Fashion brand, Nordstrom, is kicking off Black History Month with a new campaign, highlighting the experiences of its Black employees and by celebrating Black-owned and Black-founded brands and creating experiences to engage customers and local communities.
“We invite our customers, employees and brand partners to join us in honoring the Black community, rejoicing in Black culture and amplifying Black voices this month and year-round,” said Farrell Redwine, chief human resources officer at Nordstrom, in a press release.
“We’ve long believed in the value of diversity and remain committed to playing an active role in contributing to the positive change required to address systemic racial inequity.”
Teaming up with the Black-owned and Black-founded creative agency—Invisible Collective—Nordstrom launched a heartwarming video series of employees sharing their unique experiences as members of the Black community.
“The Black community’s contributions to culture are endless and I hoped to capture the joy, pride and sense of celebration we all share in being Black. Stories are the most powerful tool for change,” said Mel Jones, co-founder of Invisible Collective and campaign director.
“Creating an ongoing platform for employees to share their stories is an incredible opportunity to attract new, diverse customers to Nordstrom but more importantly to share that Nordstrom is committed to creating an inclusive culture from the inside out.”
On its website, the company also featured the stories of Black-owned and founded brands through Black-Owned and Black-Founded categories.
Some of the Founders being highlighted this month are:
Teri Johnson, founder and CEO of Harlem Candle Co
William Adosai, founder of Vitae London
Jasmine Walker, founder and designer of King+Lola
The new campaign is part of Nordstrom’s ongoing commitment to the Black community goes far beyond Black History Month.
The goals, which the company aims to fulfill by 2025, includes:
Increasing Black and Latinx representation among its managers by at least 50%
Delivering $500 million in retail sales from brands owned by, operated by or designed by Black and/or Latinx individuals
Increasing charitable donations to organizations that promote anti-racism to $1 million per year for the next five years